Businesses everywhere continue to turn to social media in order to connect directly with customers and increase brand awareness across the Web. In fact, recent research indicates that 93 percent of marketers use social media for business. YouTube, for instance, reaches more U.S. adults between the ages of 18-34 than any cable network. Every second, two new members join LinkedIn. And just this past year, SlideShare statistics indicate that visitors of iMiller Public Relation’s presentations can fill more than five Boeing 777 jets.
While almost every business has a presence on at least one social media platform, not all businesses are using it most effectively. By taking a metrics-driven approach to socializing content, companies can increase mindshare, awareness and reach new targets more effectively. Here is a look at just some of the ways that social media analytics can give your business a boost:
- Gain valuable business intelligence: Social media analytics allow you to gather large amounts of data in one place so that you can see exactly who is clicking on your site, reading your tweets, following your company, and more. You also gain insight into the pages and information they are reading through to their personal demographic (age, gender, geographic location, and more).
- Repurpose your marketing budgets: Gaining access to valuable, reliable metrics doesn’t have to cost a lot (many noteworthy platforms to measure your data are free). By re-visiting the way you spend your marketing dollars and re-allocating your budget through integration of social media programs, you can increase the value and impact for high-performing business functions.
- Improve your SEO: Finding out what people share and like across your social media channels is a direct indicator of what to optimize for through Google or whether to invest in adword programs for LinkedIn, Twitter and beyond. SEO should directly reflect what is popular on your social channels and of course, what is most relevant to your business. Understanding marketing trends will help you develop key strategies that will improve your ranking on Google and gain more visibility for your company across the Web.
- Measure the effectiveness of your ads: Click-through rate statistics will show you key referral properties leading to your site. This takes the guessing game out of marketing, allowing you to allocate marketing dollars where you will see the best return on investment (ROI).
Ultimately, the more you understand your social media followers, what they’re reading, who they’re interested in, the more insight you will gain into improving and streamlining your customer interactions. Social media analytics offer a direct portal to getting into the heads of the people that matter most to your business.
iMiller Public Relations (iMPR) works with its customers to implement effective social media strategies that ensure their messages are heard by the right audience. In order to measure success, iMPR regularly provides customers with social media, web analytics and pick-up reports that detail increased coverage and clippings, website traffic, market awareness, as well as the ongoing success of strategic new initiatives. These reports also provide effective means of measurement for increased program effectiveness, market perception, qualified leads, increasing interest and follow-through.